The other day, someone asked me a simple but powerful question:
“What is the most common thing that sales teams lack?”
As I reflected on the sales teams I’ve worked with over the past year, I realized my answer has remained consistent. While I often talk about the usual suspects—lack of strategy, unclear goals, no formal sales plans, weak visibility, and missing accountability—these issues usually stem from one central root cause:
👉 The absence of a defined sales leadership process—and often, a clearly defined sales leader.
Sales Leadership Isn’t Always a Job Title
Now, before you jump to conclusions—no, not every company needs a full-time Sales Manager. In fact, in many of the organizations I work with, the sales team reports to a general manager or president. And that can work well—as long as there’s a structured platform and repeatable process in place.
Whether you’re a dedicated sales leader or a business owner stepping into that role, you need a playbook. One that ensures your sales activities are aligned with high-value objectives, and your team stays focused, motivated, and accountable.
A Simple Sales Leadership Framework
A structured process outlining a sales leader’s key responsibilities and rhythms gives you the confidence to know you’re tackling the right priorities. It helps answer questions like:
- Are we focused on the right activities?
- Do we have enough visibility into the pipeline and sales activity?
- Are we holding reps accountable in a healthy and productive way?
Some excellent books I recommend for building and refining your sales leadership process include:
- Sales Management Simplified by Mike Weinberg
- Leading Growth by Anthony Iannarino
- Love Your Team by Helen Fanucci
Mike Weinberg says it best:
“Point your team in the right direction, arm them for the sales battle, and monitor the results.”
If you’re leading a team—or running an organization—where the sales leadership role is unclear or undefined, I strongly recommend this:
✔️ Identify the high-value activities that drive results
✔️ Create a process that enhances visibility
✔️ Build accountability into your team culture
Because when you increase visibility and prioritize accountability, sales will follow. Every time.
Cheers,
Kyle Jager
